TechCrunch found that all the accounts bore the Amazon smile logo as backgrounds and had identical structures to their bios and the title "FC Ambassador" in their name, followed by a cardboard-box emoji.

The accounts engage with people about the working conditions in Amazon's order-fulfillment centers, weighing in when people tweet negatively about the company.

But while Flamboyant Shoes Guy thought these accounts were bots posing as Amazon workers, the company says the ambassadors are real people being paid to spread the firm's message.

"FC ambassadors are employees who have experience working in our fulfillment centers," an Amazon representative told Business Insider. "The most important thing is that they've been here long enough to honestly share the facts based on personal experience.

"It's important that we do a good job of educating people about the actual environment inside our fulfillment centers, and the FC ambassador program is a big part of that along with the fulfillment-center tours we provide."

Looking through the ambassador accounts, Business Insider found they had all joined in August. Business Insider has contacted Amazon to ask just how recently this position was created, how many ambassadors it employed, and which criteria qualified workers for the role.